Fujitsu, one of the leading Japanese information and communication technology (ICT) companies offering a full range of technology products, solutions and services, has implemented a field trial to enable a new customer experience utilizing radio-frequency identification (RFID) technology, the first effort of its kind in the fashion and apparel industry in Japan, at BEAMS’ B:Ming Life Store at LaLaport Tokyo-Bay, which caters to customers of all ages, selling a variety of clothing and general merchandise.
According to a statement by Fujitsu, the service makes it easy for customers to obtain product information, while creating a new opportunity for customers to encounter products, thus promoting purchases. In addition, as a customer service tool it supports store staff when the store is crowded.
Moreover, because this system keeps a log of how many times information was browsed for each product, it will indicate which products are popular. The log can then be analyzed to compare with actual sales data.
Fujitsu envisions that this service can be further used in marketing, such as for product development and store layout planning. Furthermore, Fujitsu plans to link this service to e-commerce sites in the future to deliver further improvements in customer service.
At the conclusion of the field trial, Fujitsu will evaluate its results with BEAMS, and consider further applications of the technology for the B:Ming Life Store.
Among retailers, BEAMS was an early adopter of RFID technology, deploying it in 2012 to raise the efficiency of its operations. BEAMS has used it in stores for merchandise checkouts and inventory taking, and in distribution centers for inventory management using batch scanning. (GK)
Fibre2fashion News Desk - India